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Author
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Nonthasruang Kleebpung
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Year
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2010
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Publisher
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Victoria University
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Abstract
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Media literacy began in the 1960s in Western countries like the United States, Canada, and France to help citizens better understand media and participate in democratic society. This thesis studies the media literacy of advertising among young people (18–25) from four groups: Australians, Thais, Thai-Australians, and Asian international students in Australia. It examines their media use, understanding of advertising, and responses to advertisements through interviews after viewing ad samples. The study found that Thai and Thai-Australian participants had stronger knowledge of advertising practices and were more skeptical of advertising claims than Australians. Cultural differences were also seen in interpretations of gender, sexuality, and consumer ethics. Overall, the research shows that media literacy and interpretations of advertising vary across cultures.
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Language
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English